ITS SHOW TIME how will you make the most of it?


TV-Bay Magazine
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Trade shows can be hugely valuable for your business, but only if you have the right approach, as Peter Savage explains.
Well, the season has finished – the festive season that is and, by the time you have sat down to read this, the new season will be almost upon us. What season is that? I hear you mutter. The trade show season. Yes, February is the start of the trade show merry-go round: BVE quickly followed by NAB then various other shapes and sizes, culminating in IBC in the autumn. (With BVE North now slightly extending the season beyond its usual finale.)
A necessary evil?
Those who regularly exhibit at these shows often respond with a sharp intake of breath, giving the impression that these events are a tedious chore. Heaven forbid! What a chore to have to talk to customers! Surely it should be the reverse? And this is my angle, for customers and manufacturers or dealers: shows are great mouthpieces for your business – if you plan and co-ordinate your time there, and if you work hard.
Attending shows is not a reward for you to cruise through without effort. It is not a punishment, forcing you to wear a forced smile as you exchange yet more of the same pleasantries with yet more of the same types. It is not even a necessary evil. It is a fantastic opportunity to boost your business – and your self-esteem, there and later when orders come through.
What’s the point?
Let’s run through the basics, from an exhibitor’s point of view:
Good shows bring together, for a pre-determined time, a collection of like-minded people in our industry.
Good shows can be a relatively cost effective way of exhibiting your business (compared with, for example, advertising).
The effect on your profit and loss can, and should, be easily monitored.
These are all, I think we can agree, pluses for exhibitors. Let’s look at the other side: what benefits can these points bring the consumer?
Good shows bring together, for a pre-determined time, a collection of like-minded people in our industry… what an excellent place for networking. Putting around the name and skills of your business ensures that the next time the potential customer you’ve met with is looking for your particular trade… they think of you.
For small businesses, good shows can be a cost effective way of exhibiting your business by just attending. However, don’t rely on on-spec networking, instead, tell people you will be there. Make the effort to call customers and potential suppliers to ask if they are going – and fix a time to meet up. I have never exhibited at NAB but I have made a couple of great leads in Vegas, mainly because I knew the prospect was attending so I called them beforehand and said, “can we hook up at NAB?” which we did – and eventually did business. Yes, it’s strange that I had to go half way round the world to see someone who works less than 25 miles from my office but, at a show like NAB, everyone has made the effort to go and they will want to talk business – well, most will ... and they are the ones to target, even if they do work round the corner. Never leave things to chance; it works … if you make it happen.
The effect on your profit and loss can, and should, be easily monitored … if you do your homework and plan your time at the show. Take in new technology, check out products, look at services, research how much your competitors are charging … then the cost of your ticket can be considered a cheap price to pay for all the information you assimilate.
What will your strategy be?
My advice is to pick the shows that are on the up – and be innovative.
Looking in detail at the effects of various shows on our balance sheet it’s BVE versus IBC. BVE – it’s new, younger and in the UK, whereas IBC is European and far bigger but can be impersonal for small dynamic companies wanting to make their mark – so it depends on the needs of your business.
You can be innovative as a customer and as a visitor. Find ways to stand out from the crowd so people notice and remember you. I think that tv-bay has made a great move in running video interviews (sponsored by manufacturers and others) at the show. People always notice cameras and crews; manufacturers always like PR; and short clips are easy to follow or download from the Internet. Good thinking guys.
And finally, from a visitor perspective, I think this year could be really good at both BVE and at NAB. There are new cameras from Sony and Canon (taking on the Alexa); with the Olympics coming there should be a good buzz about the UK (orders are already taking shape); and there is the chance to catch up with loads of like-minded industry people … just like you.
So pack your comfy shoes, some Neurofen, plenty of water and I look forward to seeing you during the trade show season – starting with BVE in February.
If you would like to discuss the strategic direction of your business, or need help with financial planning, do email me at peter.savage@azule.co.uk and/or write to the TV Bay editor. For more information about us, or to read other articles in this series, look at our website: www.azule.co.uk

Tags: iss061 | finance | trade show | bve | N/A
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  • Riedel at BVE North 2011

    Riedel at BVE North 2011

  • Source Distribution and Rode at BVE North 2011

    Source Distribution and Rode at BVE North 2011

  • AKA Design at BVE North 2011

    AKA Design at BVE North 2011

  • AKM Music at BVE North 2011

    AKM Music at BVE North 2011

  • Altered Images at BVE North 2011

    Altered Images at BVE North 2011

  • Argosy at BVE North 2011

    Argosy at BVE North 2011

  • Audio Developments at BVE North 2011

    Audio Developments at BVE North 2011

  • Autoscript at BVE North 2011

    Autoscript at BVE North 2011

  • Autocue at BVE North 2011

    Autocue at BVE North 2011

  • Avid at BVE North 2011

    Avid at BVE North 2011

  • Cirrolite at BVE North 2011

    Cirrolite at BVE North 2011

  • IDX at BVE North 2011

    IDX at BVE North 2011

  • Holdan and DaVinci at BVE North 2011

    Holdan and DaVinci at BVE North 2011

  • Hireacamera at BVE North 2011

    Hireacamera at BVE North 2011

  • Holdan and Teradek at BVE North 2011

    Holdan and Teradek at BVE North 2011

  • Holdan and Panasonic at BVE North 2011

    Holdan and Panasonic at BVE North 2011

  • BVE North 2011

    BVE North 2011

  • HHB and TC Electronic at BVE North2011

    HHB and TC Electronic at BVE North2011


Related Shows
  • ADDER Technology LIVE at BVE 2016

    ADDER Technology LIVE at BVE 2016


Articles
The Biggest Toy Shop in the World
Emma Morrison When Nigel Woodford started his career at BBC Wood Norton in 1962, television was black and white and BBC Two had not yet been launched. In 2018 Nigel will retire, and Richmond Film Services, the pro-audio equipment rental company set up by Nigel in 1973, can count numerous contributions to iconic moments in British cultural, sporting and film history over this time.
Tags: iss133 | richmond film services | audio rental | auction | liquidity | go-dove | Emma Morrison
Contributing Author Emma Morrison Click to read or download PDF
Ride along on the Tour de Tech at IBC
Lorna Garrett Finding your way through the halls and aisles of the massive IBC can feel a bit like attempting to complete all 21 stages of the Tour de France — but in far fewer days. But have no fear; your team at Garland is all geared up and ready to show you the best on show at this year's exhibition.
Tags: iss133 | garland | liveu | lu600 | media excel | teracue | wisi | broadcast wireless systems | bws | artel | ibc | Lorna Garrett
Contributing Author Lorna Garrett Click to read or download PDF
Creating Authentic Content That Counts
Frank le Mair We’re deep into the 2010’s and the way in which we consume content has changed forever. Broadcasters and content owners are fighting for eyeballs in a saturated market where consumers are watching their favourite shows on different devices across a number of platforms. To target millennials and younger generations, who generally consume short bursts of video on YouTube and social media - particularly Snapchat, Instagram and now IGTV - media companies are creating more and more authentic stories and are using platforms that are compelling for this demographic. Unlike generations before them, they have totally new video viewing patterns and ideals.
Tags: iss133 | insight tv | monster energy | amazon | millennial | Frank le Mair
Contributing Author Frank le Mair Click to read or download PDF
Peli Air 1507 Review
Phil Vinter Originally named after a bird that carries its precious cargo through the skies, it was, perhaps, only a matter of time before Peli released its Air range.
Tags: iss133 | peli | peli air 1507 | trekpak | Phil Vinter
Contributing Author Phil Vinter Click to read or download PDF
The Pace of Change
Dick Hobbs - new

The youngest human to stand on the moon (so far) was Charles Moss, the lunar module pilot of Apollo 16. Charlie had a wonderful claim: his father witnessed the Wright Brothers’ first flight at Kitty Hawk, and lived to see his son on the moon.

Does anything capture the speed of technological advance better than that? The whole of the history of powered flight in one lifetime.

Tags: iss133 | state of the nation | st2110 | st2110-10 | Dick Hobbs - new
Contributing Author Dick Hobbs - new Click to read or download PDF